Industry observation | psychological counseling that hundreds of millions of people needed, but it can’t reduce the threshold.
Editor: Wang and Tong
Mental health track, has always been a contradictory track: consumer use habits are not cultivated, pay The threshold is too high, the supply side is high; but at the same time, there is almost no need to have a large-scale reliable data can also determine this market with systemic trend opportunities.
Attempts to prove that there is always a huge market in mental health tracks: \”The Chinese Academy of Psychology Institute\” 2019-2020 China National Psychological Health Development Report \”pointed out billion people need psychological health …\”, \” \”2020 Volkswagen Mental Health Insight\” shows that more than 80% of respondents have depressed and anxious, \”\” \”\” \”\” \”income is more concerned about self-spirit and emotions\”, \”more income, more likely to appear emotions And spiritual problems, \”American Psychology Association points out that there is a mental health problem in every five people in the United States …
Data, the public’s awareness of mental health tracks more derived from personal experience: More and more cases have occurred in real life or in the media report – or even some people choose to pass by because they have never been able to
In the mental health track, for non-pathological emotional health services, mainly psychological counseling services and emotional self-catering products. From the business value dimension, its penetration is seen from the social value dimension, and the two are integrated.
But now, in China, the way of emotional is healthy, there is still a long way to go.
01 Demand: Mental Health Service outside the medical insurance system
Psychological counseling services and emotional self-catering products cannot be diagnosed as pathological mental health problems, such as depression Symptosis, anxiety, etc. These services are more equipped with regular medical prescriptions to further provide emotional help; or solve non-disease rational problems such as depression, family and interpersonal relationships, insomnia.
Psychological counseling demand, mainly by visitors to self-abuse, high-level non-standard and outcome of service process, causing no trust in the visitor, the price center is high, and it is common.
But the main reason is that expensive.
\”Don’t have a demand, is the price threshold for the expense of the visitors who want to experience too high.\” Cao Hongwen, a joint founder, said to 36.
Domestic new or medium waist consultant single consultation price (50 minutes) is generally around 300-600 yuan, senior to head consultant single consultation price range at 700-1500 yuan. In general, at least a weekly consultation frequency is maintained during the consultation period, and the overall overhead is large.
\”The US psychological counseling service is also higher, but the Chinese and American mental health industry has a largeDifferences. \”58 Industry Fund New Service Team tells 36. US commercial medical insurance and corporate employee benefits are covered with psychological services; in China, EAP (EMPLOYE Assistance Programe) has been launched in China for nearly 20 years. However, domestic enterprises pay the willingness of relevant employee psychological care services remains low. The head Internet psychological counseling platforms have stated that they have tried to cooperate with commercial insurance, but it has not yet developed better business models.
2016 and 2018 Beijing and Shenzhen have emerged pilot policies that incorporate psychological counseling into medical insurance, no further popularization of medical insurance payment. This year, Guangzhou also incorporates psychotherapy services in the hospital system into medical insurance policy.
However, considering basic supply of psychological counseling services outside these policy pilots, while considering that there are so many medical needs to compete for highly limited medical resources, medical insurance coverage is still pessimistic in the medium and long-term
02 Supply: It is difficult to make money from the industry
As of 2021, there are about 1.3 million psychological counseling certificates through the Society Exam, but the certification and practice level is complete. It is two yards. In the past, the national truly salary industry, how much is the psychological counselor with the practice level, the data given by the main players of the industry is not the same, and the data interval is between 5-10,000.
Internet psychology The consultation platform is said that although the platform sets with tens of thousands of professional psychological counselors, they are truly active and able to protect the quality of the psychological service quality in order to meet the qualifications of the platform.
[ 123] The low permeability of the demand, causing a psychological counselor outside the hospital system and a non-head consultant more difficult to receive enough cases, \”eating soil\” is the most important reason for employees supply side.
[ 123] It is no longer making money, but also pays another money.
In the process of professional growth, the consultant needs to continue to pay the training cost and supervise the cost to enhance the quality of our own practice – great subjectivity During the interview, the visitors’ \”shedding rate\” is usually one of the more objective practicing quality indicators. It refers to the visit to the consultant’s \”subjective is not suitable\” after the visitor contacts the consultant.
[123 \”Good supervisor teacher, hourly price is similar to the senior psychological counselor, the price is relatively high.\” The consultant is a higher frequency to accept supervision in the process. \”心 理.. 3-5 years. Huang Weiqiang, the founder of, once mentioned in other media interviews.
Due to the industry does not have authoritative professional basic training system and infrastructure, current The training and supervision infrastructure of the industry is mainly invested by the head psychological counseling platform players and psychological counseling training institutions, relatively cut. There is no notarization in the industry.In the case of system, employees in the cumulative number of hours consulting, training and supervision of the situation between the different subjects, with the lack of credibility of circulation credentials.
\”the number of consultants in our head several hours consulting the Internet platform is the cumulative public can refer to, to be considered in the evaluation process platform listed, but consultants of experience in other agencies basically unrecognizable a. we will then assess consultants horizontal access, but they also need consultants to re-cumulative time in consultation platform. \”One point co-founder Wang Ding Ling told krypton 36.
03 new models: the Internet counseling platform, can improve the economic model?
psychological counseling platform is the Internet through a new unit of economic model counseling center price down, to break the vicious cycle of traditional psychological counseling.
Although the Internet in the form of psychological counseling platform already appeared, but in the past more Internet platform just as the role of information match, the delivery model has not changed, at the same time, product, digital, standardized thinking lacking behind and implement a new economic model does not systematically. The impact of central price
psychological counseling services by the service industry in the past the price of psychological anchor, as well as the monthly income level counselor impact – the volume of orders is not enough, a single price will not fall down, can not paste the mouth , consultants can only be diverted. But simply rude enhance the volume of orders, will greatly influence the quality of practice and habit of practicing consultants.
Thus, a sufficient amount of orders, quality control, consultants behavior insight into the supply-side infrastructure is the key to improved unit of economic model.
head of a player based on observation of behavior consultant, a consultant needs to be done monthly advisory services, preparation of reports, case studies, participate in counseling training content, to ensure the quality of practice of the premise, per month the maximum number of hours of saturation consulting services at affordable probably between 60-90 hours.
under the traditional mode of operation counseling, psychological counseling to match supply and demand by supply restrictions on geographical, cost, etc. under the constraints of place and time line of impact, the most basic waist consultants work can not be achieved saturation state.
through open and distance advisory services to visitors option, consultants and visitors can make breakthroughs in many traditional business forms, and more matching supply and demand, as close to the saturation of the workload of consultants. Psychological counseling platform is also basically a robot assistant to pre visitors online reception, reduce flow loss because the feedback is not timely brought.
Now, the Internet has individual counseling platform has low prices through improved economic hub model, the average customer price of its counseling services less than 300 yuan / single, more than 600 yuan / single-shot the proportion of senior psychological consultant minority overall consultant. The price of central enough to stimulate more demand for real transformation potential psychological counseling to paid cases, increase penetrationRate. In this type of work, the average monthly salary interval of platform consultants is more than 15,000, and the income has been more considerable.
The amount, digitization and standardization are quality controlled starting. Psychological counseling is a highly non-standard service, not only thousands of people themselves, the gods, temperament, and practicing habits are also very different.
04 Standardization, determined the ability of platform quality
So, how to improve standardization?
First, a fine digital portrait label for user portraits and consultants is the first to deduce a non-standard standardization idea. Precision breakage can reduce the loss rate, and the decrease in the deviation rate directly reduces the loss of the amount of the order, and it can also reflect the subjective satisfaction of the user.
Second, implement the SOP (Standard Operating Process Standardization Job Process) for constraints on critical nodes and critical activities in the process of interview. The platform will be supervised by the consultant’s online consultation report content, combined with user evaluation, and assess the quality of consulting practitioners. In this process, the traffic tilt of different performance consultants will be adjusted to ensure that Good Case continues.
However, there is a lot of controversial rumors for this model. For example, the economic model of an Internet platform actually does not realize low price center, low price is only drafling prices, and new business models also lead to consultation. The quality of the teacher is uneven.
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under greater flow, the quality control of the psychological counsel platform is indeed a problem that needs to continue to explore.
\”We believe that the standardization supervision of offline scene is very difficult, so we (project) move the consulting scene to the online app, confidential and not involving user privacy and not involving user privacy Under
The new Internet Consulting Platform of its investment chooses the artificial consulting service of the whole base CBT (Cognitive BehaviourararararararaPy Cognitive Behavior), compared with the genre, CBT, etc., etc. A shorter treatment cycle is characterized by a possibility for standardization.
The auxiliary tool can also further help standardize. \”We further configure digital intervention programs in the psychological counseling business to effectively assist the psychological counselor to carry out consulting services, service efficiency and standardization are also greatly improved.\”Wang Ding, a joint founder Wang Ding.
In addition to quality control, it is more concerned that in the supply of limited consultants, not all consultants can adapt to this Internet operation form.
The earliest psychology in the psychological counseling industry has also begun to explore new economic models. With more complete supply side construction and a large number of consultants, the psychology has also completed insights with consultant’s behavior.
\”In our supply chain, the relatively deep psychological counselor, from the concept to behavior habits have formed path dependence, it is impossible to adapt more to the amount of orders and standardization, forcibly changed Loss the quality of practice. But a slightly young consultant can be realized. We are currently from the source of training to the consultant to give standardized operation concepts, more modern and digital work behaviors. \” : \”We basically have no vigorous promotion of this work form, and we have received a lot of consultants’ positive feedback.\”
In this work form, the price range of the psychological new consultant can also stay a single Bes or below 300 yuan, the average monthly salary interval between $ 6,000-8,000.
However, the counselor’s low unit price behavior is always a phased behavior. With the professional growth of the counselor, gradually improve the single consultation price, fairly reflect the level of promotion of its own professional level, and change more free time to live or learn to develop, is a natural choice.
This shows that the maintenance and massive promotion of this low unit price economy is not only need to maintain a large number of orders, but also achieve a more standardized job, but also need to maintain a growing number of new consultants.
The supply of this industry is indeed growing, while the head player needs to recruit in the consultant – training – consulting services and empowerment – supervisors on the full supply chain, continue to carry out their own input.
The forward cycle is possible.
05 Psychological field AI robot and digital therapy, how far is it from alternative?
The solution to the artificial service is not completely solved, so the industry began to look at Ai.
Psychological field AI dialogue robots and digital intervention therapies are mainly paradigmped in CBT (Cognitive BehaviourarararararaPy Cognitive Behaviors), mainly because CBT has highly structured features, naturally there is a digitized possibility.
The interview dialogue of CBT itself can be seen as a closed task-oriented dialogue, which requires tracking and dialogl strategies. In a limited field view, AI is easier to make, logical continuity. In addition to the solution to drugs such as drugs, the AI \u200b\u200bapplication of CBT is mainly for depression, anxiety,Several most broad spectrum indications such as insomnia.
American more well-known psychological field digital therapy enterprises Pear therapeutics and psychological AI dialogue robots Woebot, and the current psychological field AI robot players, smart, listening to intelligence, West Lake heart, lover technology, etc. This path is taken on the main business sector. The aforementioned Internet consulting platform is also getting involved.
The market is really demanding. Due to the low price, cost-effective, the commercial solutions of each player receive good feedback from the G-terminal, B-terminal, such as a player’s standardization service is hundreds of yuan / person / year, unlimited dialogue, almost almost at the guest bill Designated blow to artificial counseling services.
Domestic players have gradually cut into 2G, 2B industry scenarios, such as military / armed police / fire officers and soldiers, the auxiliary needs of mental health doctors, community residents and social workers, large enterprises and institutions.
At sufficient data training, the current AI natural language processing level is basically accessible to a qualified CBT treatment, changing the user’s cognition and behavior mode. However, due to the ethical requirements of privacy due to psychological counseling, each player can always be limited when establishing and training models, and may have a sample deviation, resulting in the limitations of model capabilities.
Before you do not achieve more extensive and massive data training, \”if you can do proper diagnostic derivation by fixing problems, the treatment means of AI is very good, but he may not The method can make a comprehensive judgment and appropriate response like a medical expert. \”The brigade smart founder soup is introduced to 36.
The use of such a solution to achieve digital therapy. Digital therapy needs to be rigorous, and the sample is fully random clinical empirical to meet the requirements of inquiry medicine. Domestic players are in progress, and it is planned to apply for medical machinery certification to the State Food and Drug Administration based on the final obtained clinical achievements.
But if only CBT digital treatment, AI is a hard border, cold-ice dialogue machine, or the kind of parental training.
In the digital treatment of CBT, the user is basically unable to generate emotional connection and emotional companionship with the robot. Some users may feel uncomfortable to CBT treatment, or even not suitable for CBT, the psychological AI robot usually needs With other solutions or emotional scrmsys to provide users with a better experience experience.
Training a AI robot with good recognition ability and emotional support capabilities, the threshold is higher.
Open domain dialogue capabilities, good communication, emotional counseling, requires emotions to support AI robots with strong language identification, user status recognition capabilities, and broader knowledge maps and richer dialogue strategies. Relatively hidden in user emotions,Without clear emotional keywords, robots need to be able to distinguish user emotions and identify users’ emotional status, such as \”I want to go to Tiantai\” according to human knowledge, this may be a dangerous warning; \”it rains \”Maybe it is frustrated.
Tsinghua University professor, and also listening to intelligent founders Huang Minyi believes that identifying the semantics and status of users is just the first phase. The robot next needs to give a rich response strategy for each state of the user, such as expressing support, agreement, emotional mapping, repertrive, self-exposure, and timely feedback, etc. to achieve emotional support. Further, further emotional guidance and guidance schemes are provided according to the state of the user. The multi-wheel dialog in this is continuing to involve a large number of strong profile identification, consistency issues, emotional identification, and strategic decisions.
This requires huge amounts of data that is properly labeled, and training the emotional identification model.
Like the problem in other applications, the amount of data and the cost of manual data is the main key to the development of AI in the psychological field. At present, the natural language processing field can be used to use the pre-training model based on Transformer neural network model, which can widely realize the unsupervised learning of artificial intelligence. High manual data labeling costs and improves machine learning efficiency.
However, in different forms of business, the pre-training model of parameters is trained. This training cost and the cost of artificial evaluation of the model are also very high for psychological AI players.
The greater challenge is that players have found in the practice of psychological fields, in the past machine learning in the natural language fine-grained emotional analysis, at all, not applicable to complex psychological counseling scenes.
Different players are expressed by 36, for the label of the user, players combine more in-depth psychological service insights and experience accumulation in practice, and reconstruct a user status label design system. The labeling system not only requires enough labels, and the granularity is sufficiently thin, and there is a good exclusiveness between the tags, and it is possible to train accurate model recognition capabilities.
However, even if the natural language processing of the present phase is limited, artificial intelligence has already reflected its value.
The emotional robot can be able to initially perform user status identification, and make a differentiative, and recommend personalized content according to user basic issues, or guidance schemes. Among them, in the user’s dialogue, AI identifying the dangerous emotions of the user, making a warning and introducing human intervention in time, having great meaning, maybe it can save a person’s life.
\”We believe that the effect of psychological AI’s therapeutic solution, with artificial intelligence, natural language processing technology, not completely. \”Miyou Intelligent Founder Tang Kai Zhi believes that\” does not need to artificially intelligently speaking like a psychological counselor, and users can take care of people, relatively structured, but also taking into account digital health programs for humanized user experience. It can also achieve good results. \”
Although the psychological counseling service constitutes a more complex delivery experience in C-terminus, the industry barren supply side and psychological counseling services will make China’s AI psychological robot to become the fastest implementation High permeability industry program, it is worth observing.
06 Requires hierarchical, shallow service and self-service tool
\”Not all emotional needs require immediate interactive mental health The shallow emotional needs of service, urban pressure, interpersonal relationship, intimate relationship, personal growth, etc. are more extensive needs. \”The 58 Industry Fund New Service Team added to 36.
Industry players can meet the relatively shallow emotional needs by other human supply and self-catering products. For users, these shallow demand Timely democollation is an effective means of preventing emotional issues. The price is relatively low. This is also an opportunity for industry players. This is also an opportunity for standardization and scale. The tipping hotline only needs to train listeners in accordance with the prescribed paradigm, which makes it preliminary emotional support and emotional ability to alleviate the user’s stress, and do not need complex psychological counseling skills. The supply and cultivation is higher.
With the college style mental knowledge and the average common topic, a large amount of traffic, which develops a large amount of traffic, develops asynchronous emotional consulting services, users complain about the way through books, and the chat is deconsive according to the provisions of paradigm, identify demand And in accordance with paradigm Provide emotional support, guidance, and resolution guidance. Asynchronous tone services, further alleviate supply pressure.
Directly, mental health companies represented by knowyourself and Heartlylab for domestic hot representatives meditation enterprises It will focus more on the eye to guide healthy lifestyle. In the operation method, the above-mentioned enterprises are in accordance with consumer goods, earnest business content and brand stories, and output into systemized brand personality.
Such operation Choosing self-catering products that make developing standardized products are possible – providing standardized payment courses, evaluation, surrounding products, supporting electronically wear products, no need to face the business of scale bottlenecks and non-standard characteristics.
Positive psychological Social products is an additional self-help and mutual help. For example, Hope.hope is to let users buried a time capsule on the app, send a letter to the future. You can also record your own efforts on HOPE. Diary and To Do List, random sliding compass Anonymous to see other users’ active TODo List, or anonymous to find a small partner for 21 days.Active and warm mutual assistance experience, allowing users to generate emotional connections to the community, and also produce considerable users.
Let everyone get help
This is a race that is a race of business value and humanistic care; this is also a difficulty, while taking into account business and ethics.road.
The people of the whole people will eventually rely on the development of payments such as enterprise, commercial insurance and social security.However, this area can also foresee more innovative and technological development in business models, so that people needed, ready to kick the door.